Shah Rukh Khan gives voice to a billion Indian hopes for Thums Up's World Cup campaign

Thums Up has rolled out the next chapter of its association with the ICC Men’s Cricket World Cup through the launch of a campaign.

Conceptualised by Ogilvy, the campaign, 'Thums Up Utha, India India Macha' has a voiceover by actor Shah Rukh Khan and features cricketers Rohit Sharma, Ravindra Jadeja, Jasprit Bumrah, and Mohammed Siraj.

The campaign is centred around making India believe in Team India, with Khan representing the ‘voice of belief’. The film highlights the relentless determination of the players for the upcoming World Cup, while delving into the current emotions of Indian cricket fans who contemplate - ‘will India win?’. The tussle of emotions is also encapsulated in Thums Up’s split can, visually portraying the dynamic interplay.

Arnab Roy, vice president, marketing, Coca-Cola India, and South West Asia said, “Thums Up's partnership with the ICC Men’s Cricket World Cup aims to empower fans and voice their opinions. Our collaboration with King Khan and the cricket icons of the country further cements our dedication to elevate fan engagement and showcases our unwavering support for Team India to bring the World Cup back home. We will do this through tech-led, real-time responses from expert panels and credible influencers that encourage everyone to keep rooting for our team.”

Sukesh Nayak, chief creative officer, Ogilvy India, says, "The adversary isn't always external; at times, it's our own doubt, becoming our greatest adversary. To overcome this, we must summon our inner beliefs. This World Cup, Thums Up gets SRK voicing and symbolizing the inner conflict on 'Will India win this World Cup.?’. As the ICC World Cup inches closer, Thums Up's commitment to celebrating players' resilience and creating unforgettable moments for fans remains steadfast, setting the stage for a truly Toofani World Cup.”